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Market research Launch of a new ShampooBACKGROUND

Shampoo in India was derived from the Hindi word champi meaning hair massage.The introduction of shampoo in India dates back to the British reign in the country.

Types of Shampoo

Cosmetic ( shine, health, strength ) Anti Dandruff

Herbal

CURRENT SCENARIO Shampoo MarketThe shampoo market in India is valued around Rs 3,600 crore.

Overall, the shampoo market is growing at the rate of 14% per annum.

Anti Dandruff segment is the fastest growing segment, growing at 15 % every year.

Shampoo is also available in a sachet, which is affordable and makes upto 40% of the total shampoo sale.

Source : http://articles.timesofindia.indiatimes.com/2009-08-03/india-business/28197483_1_shampoo-market-market-share-hulPer Capita Consumption

Source: MOSLPenetration level in India Companies & their brandsCompanyBrandsHULSunsilk,Clinic plus,Dove,Lux,Ayush,Clinic all clearProcter and GamblePantene,Head and shoulders,rejoiceCavin kareChik,NyleDaburVatikaGarnierGarnier fructisRevlonFlexHimalaya HealthcareHimalaya anti dandruff,protein shampooLorealLorealhttp://www.business-standard.com Big PlayersThe company that leads the shampoo market in India is Hindustan Unilever Limited.

HUL has brands at several price points. Clinic is a mass market brand, Sunsilk is in the mid-price segment and Dove falls in the premium bracket. P&G has three main brands - Pantene, Head & Shoulders and Rejoice. CavinKare dominates the rural pockets with Chik and Nyle.

The top three most sought after brands Sunsilk, Dove and Clinic are produced by HUL. The company holds a 47.3% market share in the Indian shampoo industry and earns almost 8% of its revenue from the sale of these products.

Big PlayersProcter and Gamble is the second topmost company in the Indian shampoo industry with market share of 17.7% and earns almost 17% of its revenue from the sale of shampoo products.

P&Gs market share in shampoos has remained flat in the recent times, though others like Dabur India, which sells the Vatika brand of shampoos, have seen their market share grow by 0.8 percentage points capturing 6.7 % market share.

http://www.thehindubusinessline.com/industry-and-economy/marketing/article1684908.ece

MARKET SHARE IN INDIASource: AC NielsenOBJECTIVE OF THE SURVEY & METHODOLOGY ADOPTEDObjectiveTo create market entry strategy for a good quality, affordable hair shampoo with greater benefits for the users.

Total no of Sample data collected 200.Across Western and Eastern suburb of Mumbai.100% of the data was collected offline.Survey was mainly focused on house-wives, Professionals and Students.

Research MethodologyDirect Interview Data collectionANALYSIS of the primary data

Gender Of RespondentsFamily Income

Age Group

Most Used Shampoo

Years of Usage

Frequency Of Usage per week

Sachet v/s Bottle

Shampoo conditioning your hair at the same time

% of Respondents Satisfied with the current shampooCHI-SQUARE TEST

Chi Square test:H0: Preference is Independent of Family Income H1: Preference is Dependent of Family Income

With 0.05 as level of significance

Reject H0

Preference for sachet/bottle vs family income

TOP OF THE MIND AWARENESSSHAMPOOTOMA (in %)SUNSILK68.5PANTENE65.5DOVE65.5HEAD & SHOULDERS56.5GARNIER55LOREAL44.5CLINIC PLUS36.5LUX31OTHERS22.5VATIKA

17.5

CHIC14.5TOMA analysisPOSITIONINGOpportunity MatrixParametersImportanceSatisfactionI+(S-I), S-I0Antidandruff2.1152.242.24 Fragrance2.252.462.46Availability2.012.012.01Price2.0252.102.10Quantity2.2152.1352.215Advertisement2.7452.522.745Packaging2.792.592.79WHAT ELSE DO CUSTOMERS NEED??Customers specifications for a new shampoo

Our target audience!

Not confined to any one particular segment

Age-groupGender orIncome group

OUR STRATEGIESEntry StrategiesProduct name: Silk & Smooth

Positioning statement: solution to your hair problems just next door

Package type: Sachet : Rs 2 for 8 ml Bottle : Rs 45 for 90 ml Therapies(sachets):Rs.5

Testing of our product: Habibs, First Beauty, Damish, Enrich

http://mumbai.clickindia.com/business/services/beautyparlours1.html

Pricing strategy: Predatory pricing

Sources of purchase: Chemist , Kiranas , general stores , Malls, tie-ups with beauty parlors and saloons.

Promotion: Free sachets at Beauty Parlors and saloons, live demos at malls and saloons

Distribution :Positioning on Availability

Media selection :

Newspaper -TOI, HT, DNA, Mid-day, MT, NTMagazine-Vogue India, FM-fever 104 , TV Ads, and Celebrity endorsements

http://www.rediff.com/tags/vogue-popular-fashion-magazine-vogueSilk & SmoothThe first look!!8ml sachet & 90 ml bottle

SILK & SMOOTH PRINT ADSPrint Ad

THANK YOU !!!ABHAY GOSAI(PG-11-012)AMRATA GUPTA(PG-11-014)PRITESH JAIN(PG-11-016)ROHAN SALEKAR(PG-11-045)